ISSN: 2277-4637 (Online) | ISSN: 2231-5470 (Print)

Opinion Vol. 2, No. 1, June 2012

Impact of Television Advertisement on Teenagers in Delhi and NCR

Gayatri* Sheweta Gaur**

Abstract

Advertising is giving the general public information about new products and trying to increase overall sales, which increases the efficiency of the nations economy. It is supposed to be a significant way of getting the point across about a product and create motivation for people to buy. It simply catches consumers attention, gets them to walk up to a shelf, and make an impulsive purchase. However, getting the customer back requires a more creative marketing approach. There are several ways to research consumers behavior, likes and dislikes. T.V. advertisements usually play a role in either introducing a product reinforcing the familiarity to the product and also convincing to purchase the product. Advertisements are among the most visible of the marketing strategy and have been the subject of a great deal of attention in the last ten to fifteen years. Advertising today seems to be everywhere and ever present exerting a far reaching influence on the daily lives of people. It is the most convenient route to reach not only adult consumers but also the adolescents. Adolescents are manipulated by advertisement promise that the product will do something special for them which will transform their life. Teenagers have become top consumers in todays society, so advertisers have focused on getting their business. Does television advertisement help teenagers to influence buying decisions at home? Does the impact of TV advertisement increases the cost of living of an average house hold? Does the TV advertisement enhance brand obsession among the teenager? Increasing the consumerism? Our study is focusing on above mention issues. Keywords: Advertising, Consumer, Marketing Strategy, Adolescents, Consumerism.

Introduction
The Market is changing faster than ever before and marketers and advertisers are always looking for

innovative ways to communicate with their target audiences. Today, television has become an integral part of our lives and the impact of the TV on peoples lifestyle

*Lecturer, Lingayas Lalita Devi Institute of Management and Sciences, New Delhi- 110047 **Lecturer, Lingayas Lalita Devi Institute of Management and Sciences, New Delhi- 110047

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Opinion Vol. 2, No. 1, June 2012

is very much apparent. While print and radio ads can be strong influence on youngsters, we focus here on television commercials Ads because TV makes a big impression on young minds. Advertisements develop self-concepts in order to induce purchase decisions. TV Advertising is a vital marketing tool as well as powerful communication medium. TV advertising is effective and be efficient to influence consumer buying decision. Krik (2010) points out: Due to audio visual feature of TV, it has a strong impact on audience, this medium has ability to deliver commercial to mass viewers. Television advertisement provides information about products and brands. Marketers target children and teenagers in these ads, which prompts the youth to ask their parents to buy the products. The effect of TV on Teenager exerts an enormous, almost a normative influence, over the lives of adolescents. It influences, particularly teenagers, the ways in which individuals and groups dress, talk, behave, and think. Teenagers do not fully understand the impact that advertising has on them. Websters dictionary uses words like vigorous, lively, immature, and impetuous to describe youth. Advertisers are well aware of these qualities when they concoct strategies to reach the youth market. Advertisements are among the most visible of the marketing strategy and have been the subject of a great deal of attention in the last ten to fifteen years. Advertising today seems to be everywhere and ever present exerting a far reaching influence on the daily lives of people. It is the most convenient route to reach not only adult consumers but also the adolescents. Teenagers have become top consumers in todays society, so advertisers have focused on getting their business.

is any paid form of non-personal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor. Apparently, this has been enchased by the present day producers. The producers/ marketers, in order to sell their products much easily and efficiently, made use of advertisements. With the rise in the number of TV channels and craze among the crowd had paved the way for more advertising. The producers/markets/sellers are finding ways to sell their products effortlessly and proficiently.

The Key Role of Advertising

To inform: - Advertising simply seeks to provide the public with specific pieces of information. e.g. tell customers about a new product. To persuade: Advertising attempts to persuade consumers to alter their attitudes towards a particular issue. e.g. encourage customers to switch to a different brand. To remind: Advertising main motive is to sell the product so it give reminder to the customer from where they get the product. e.g. remind buyers where to find a product.

Television Advertising
Television advertising is considered an important means of multimedia in the world which give special importance for different interviewers. So, TV advertising differentiates over other media. It allows producers to make promotion farther product and make them known for a lot of consumers through voice and picture. But we must notice that TV advertising is more effective but more costly when compared with other media.

Meaning of Advertisement
The term advertisement has been derived from the Latin word, advert ere which means to attract the attention towards something. The Institute of Practitioners in Advertising (IPA), the body which represents advertising agencies, defines advertising as The means of providing the most persuasive possible selling message to the right prospects at the lowest possible cost. Kotler and Armstrong provide an alternative definition: Advertising
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History of TV Advertisement
The first TV commercial ever aired on July 1, 1941, during a baseball game on local New York channel featuring the Brooklyn Dodgers and Philadelphia Phillies. The 10-second ad advertised Bulova watches and cost a mere four dollars; it completely revolutionized television. By 1948, many additional advertisers were
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using television spots to reach the large audience that owned television sets. In the 1960s, an executive at NBC revolutionized the television industry by creating a new type of advertisement. He suggested using 1-2 minute spots during television breaks (now known as the commercials of present-day). This was a much more cost-effective way of reaching the masses, and many companies like Tide and Crest seized the opportunity. An hour-long program typically had 9 minutes of advertising, with most commercials lasting 30-60 seconds. The 1970s opened with the banning of cigarette ads on television. Networks opposed the change because the cigarette companies were a major source of ad revenue, but the ban held. In this era also brought about some catchy jingles like Dr. Peppers Im a Pepper, Youre a Pepper. By the 1990s there were major changes in television advertising. The typical hour-long program contained up to 19 minutes of advertising space! The development of TiVo caused controversy because of its commercialskipping capabilities, and advertisers began to vie for viewers attention by hiring popular actors and characters to star in commercials.

Review of Literature
Many research studies have concluded that television advertising plays a key role in the product choices and buying patterns of the consumers especially through their children who were making the decision of the purchase commodity. Moschis and Mitchell (1986) conduct a study designed to test the effects of television advertising and interpersonal communications on the teenagers consumer behavior. Unlike previous studies, however, the effects of such communication processes on teens are evaluated in the context of household decision making. Specifically, the research examines the effects of television advertising, family and peer communications about consumption on the childs participation in household decision making. Previous research on the effects of communications has focused either on the youths consumer behavior and socialization or on second-order consequences. The first type of research
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usually deals with the effects of interpersonal communication and advertising on the youths consumption-related cognitions, attitudes, and behaviors. (Adler and Richard1977a) The second deals with subsequent effects of these communications on others and their behaviors. For example, research has examined the effects of advertising on the childs product requests from parents and parental yielding as a result of these requests. (Adler and Richard 1977b; Henderson et al. 1980). Considerably less attention has been devoted to the examination of second-order consequences of commercial communications on family decision making. Polce-Lynch, Mary, Myers, Barbara J., Kliewer, Wendy, and Kilmartin, Christopher. By the time they leave high school, most adolescents will have spent 15, hours watching television. Further states that children and adolescents are exposed to numerous acts of violence and aggression as a matter of course in the mass media - on television, in films, and in music videos and music, give cause for very re A final area in which the mass media impacts upon youth is with respect to teenager spending and consumer purchase behavior. Thus, the influence of these images may be of enormous significance in shaping the attitudes and behaviors and attitudes of young people. Hot Topic: Our News Teams Views. Teen People, June 1, 2 1, 4(5), pp. Just as television andother media programming shapes adolescents attitudes toward behavior, sodoes the media influence their purchase decisions.

Aims and Objectives

The objectives of the research were: To understand the impact on television advertisement on teenagers. To determine the impact of TV advertisement to influence buying decisions. To determine whether the TV advertisement increasing the consumerism. To establish an understanding of enhance brand obsession among the teenagers.
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Area of Study Research was conducted on youth of Delhi and NCR who watch TV on daily basis and get influenced. Sample Sample was selected on basis of Purposive sampling technique, from age group of 12-19 years. Sample Size 100 teenagers from different regions of Delhi and NCR Tool Questionnaires Method of Data Collection Data was collected by two methods: Primary Data Collection Questionnaires Secondary Data collection Newspaper clippings Magazine articles Books Research papers 4. Do you prefer to buy only those products which you see on TV? 3. Do you consider the products being advertised on TV are of good quality?

Interpretation/Analysis
Below are some questions that were asked to the respondents while conducting research. 1. Do you like watching advertisements? 5. Ads help you to making decision for purchase?

6. The more you see an advertisement the more it remains in your mind while shopping?

2. Do you like watching some advertisements again and again?

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ISSN: 2277-4637 (Online) | ISSN: 2231-5470 (Print)

Opinion Vol. 2, No. 1, June 2012

7. Do you try new products after watching its advertisement in TV?

8. Which types of products you like to buy the most?

9. While going for branded products will you mind exceeding your budget?

10. Do the brand ambassadors also influence you for buying a product?

The research conducted on 100 respondents, yield the following generalizations: The popularity of TV has increased so high with time as medium of entertainment. Adolescents prefer to watch TV the most whenever they get time. So the impact of Advertisements is also very high especially on teenagers. In our analysis it has been observed that 70% teenagers like to watch advertisements and 76% teenagers like to watch
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advertisements on repetition basis, and 24% teenagers also like to watch advertisements sometimes but only 6% dont like advertisements. The 67% teenagers often consider that the products are being advertised on TV are of good quality products and 27% teenagers strongly believes in it and only 6% disagrees with it. 88% teenagers say that the more they see the ads the more it remains in their mind while shopping. But the teenagers do not depend only TV advertised products. Only 27% teenager prefer to buy only those products which are being advertised on TV otherwise they buy products which are advertised by some other mediums or available in the market as well. 36% teenagers also accept it but only 6% teenagers do not rely only on TV advertisements. TV advertisements are the very good medium for the products which are recently entered into the market. The sooner teenager gets to know about a new product has come up in the market the sooner they wish to try it, 36% teenagers try new products as soon as it comes in the market and 54% teenagers also try the new products if they find them interesting and usable. Only 10% teenagers dont like to try new products. Brands are also being popular these days because of high living of people. 40% teenagers prefer only branded products to show their status and even they dont mind spending high on branded products. 67% teenagers agree to pay high sometimes on branded products. Although 60% dont mind using any type of products but of good quality. And only 21% teenagers like to be in their budgets. If the products are being advertised by some celebrity, the teenagers want to be like them and want to use those products. 56% teenagers get influenced by the advisements which are being promoted by their liking celebrities.

Conclusion
We started with the aim to explore the role of TV advertisement in influencing the behavior of
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teenagers. Marketers are trying and focusing to attract and influence the teenagers by designing ads that are considerably attractive for youth and persuasive enough for their emotional attachment with the product. We ended up with the findings that television advertising effects on youths cognitions, attitudes and behaviors. If indeed, the adolescents acted as selling agents for the sellers of advertised products, our data also have shown the significant relationships between the frequencies of viewing such ads measure the youths relative participation

in consumer decisions. Youth is no doubt have the great impact of advertisements on TV and they consider the products are being advertised are of good quality. Advertisement also influences their buying decision while shopping. They also like to buy new products when they see TV advertisements. More over if some popular celebrity has advertised any product then the chances of increase in demand of that product also raise high. What we believe that this study has great importance for marketers involving in positioning and advertising.

References 1. Kotler Philip and keller Kevin lane , Marketing Management, edition-12 2. Advertising Express, Month November 2010, January2011, April2011 and March 2011 3. Moschis, G. P. and Mitchell, L. G.(1986), Television Advertising and Interpersonal Influences on Teenagers Participation in Family Consumer Decisions, Advances in Consumer Research, Volume 13, Pages 181-186 4. Adler & Richard, P. (1977a, 1977b), Research on the Effects of Television Advertising on Children, Washington, D.C., U.S. Government Printing Office 5. Kotwal, N., Gupta, N. and Devi, A. (2008a, 2008b), Impact of T.V Advertisements on Buying Pattern of Adolescent Girls, Journal of Social Science, 16 (1), 51-55 6. http://www.research assistance.com/paper/30151/a_ra_default/effect_of_mass_media_on_teenagers.html 7. http://www.qualitylogoproducts.com/lib/history-of-tv-ads.htm viewed on Dec 10, 2011 8. http://www.wowessays.com/dbase/ad3/ler124.shtml viewed on Dec 10, 2011

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